‘Auto-Complete Truth’ Campaign
In October last year, UN Women released the campaign ‘Auto-Complete Truth”. The designer, Christopher Hunt and his team from Ogilvy & Mather came up with a series of provoking ads that highlight authoritative attitudes towards women. The campaign started in the UAE and in just one week became one of the most shared through social media.
In a Q&A piece by Adweek, published on Octuber 2013, the Memac Ogilvy & Mather Dubai team were interviewed about the project. They said the idea began were many searches do, on a Google search bar, the results shocked them, so they felt they needed to be shared. About using the Google search bar in the images, they claim it was used as a base to be able to successfully illustrate their point: “Google search is an iconic symbol in our digital world and therefore recognizable for millions of people, so we used this as a vehicle to express our ideas. The truth behind the search about people’s global perceptions is what our campaign focused on…”
Do you think these google results can change?